Sponsorship is
Amazing!

But is your sponsorship program amazing? If not, you’re in the right place. I’m Kim Skildum-Reid, a corporate sponsorship strategist, trainer, speaker, and author, and my laser focus is making you and your organisation great at sponsorship.

This website is overflowing with resources for industry pros. And when you’re ready to make big changes in your results, you’ll also find lots of information on all the ways I can help you get maximum results from this amazing medium.

The Rightsholders’ Guide to Sponsorship in a Pandemic

Back in January 2020 – three months ago, but feels like a year – I wrote “Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide“. I wrote it because we were overdue for a recession, some indicators were starting to look shaky, and predictions were that we could be in recession by… Read More


Should a Sponsor Exit if an Event is Cancelled?

“Social distance.” As COVID-19 takes hold around the world, this is our lives now. To mitigate the virus’ spread, we’re being instructed to stay home, to stop mingling, and if we need to go out for something essential, to stay two metres away from each other. People are telecommuting, trains… Read More


Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide

We’ve all seen the news reports about the increase in recession warning signs. Economies are slowing down. Some countries and business sectors are already in, or on the brink of, recession. At best, global economic indicators are mixed. It’s also been ten years since the end of the Global Financial… Read More


Sponsorship Leverage vs Activation: The Difference and Why It Matters

I recently wrote a blog about the longstanding issue around whether to call what we do “sponsorship” or “partnership”. So you know, the correct answer is “sponsorship”. This issue got me onto thinking more broadly about terminology in our business, and how some of it isn’t doing us any favours.… Read More


Sponsorship vs Partnership: Will This Argument Ever End?

Air New Zealand recently posted an amazing video, featuring their staff welcoming the All Blacks home from the Rugby World Cup with a haka. It was spine-tingling, and I shared it on LinkedIn myself, as an example of the passion and authenticity that Air NZ brings to all of their… Read More


5 Ways Rightsholders Need to Get Over Themselves

You’re great. No, really… you, your organisation, your properties, are all wonderful. I wish I could meet you all, and I could happily go to events and sports and museums every day of my life. But, here’s the thing… When it comes to sponsorship, you really need to get over… Read More


What Esports Fans Can Teach Brands about Sponsorship

Esports are exploding. That’s not news. Unsurprisingly, esports sponsorship is also exploding, and there is some great sponsorship happening in the sector. On the flip side, there’s also a lot of money flowing into the sport that’s a combination of trying to “reach a coveted demographic” and me-tooism. And those sponsors?… Read More


How to Spot a Sponsorship Broker Scam (and One Broker You Should Avoid)

Really good sponsorship brokers are rare. They have extensive connections, strong skills, and a good work ethic. They’ll represent your property well, deal with you professionally, and will be worth every penny they cost. Unfortunately, unscrupulous broker scams appear to be on the rise, and it’s causing immense damage to… Read More


You’ve Got the Big Sponsor, Here’s How Not to Screw It Up

The sponsorship industry is rife with advice on how to sell sponsorship. A quick search of the web will net you literally thousands of articles telling you which sponsors to target, how to contact the right people, how to develop offers, how to write proposals, on and on and on.… Read More


Does Sponsorship Affect Share Price?

A few years back, I read an article entitled, “The Impact of Sponsorship on Share Price Brand Value”. The main assertion is that companies that sponsor have better performing share prices than companies that don’t. While that was the first time I’d seen anyone make that contention in any serious… Read More